1976 ݶ The Pepsi Challenge Ʈ Ͽ ݶ īݶ ִ ˾ƺ ε Ʈ ǽϿ. ڵ 57% ݶ Ͽ, 43% īݶ Ͽ. ݶ Ͽ, ũ . ̷ ?
1. θ
2003 ̱ б Ϸ Ǵ ±(Read Montague) θÿ ϰ, 2004 м Neuron ǥ ִ. ± 67 ڵ鿡 ݶ īݶ ð ϰ ڱ(fMRI) ݶ پ ϴ 캸Ҵ.
ݶ īݶ ð ִ ڵ鿡 ˷ 쿡 ݶ Ͽ. ݶ īݶ ȰȭǾ. Ư ۿ ϴ ο ȰȭǾ. 忡 ǹѴ.
ڵ鿡 ݶ ϸ鼭 ǥ 75% īݶ ٰ , Ȱ Ŀٶ ȭ ־. īݶ ο ܿ ߳ ִ ٸ ߰ , ݶ ʾҴ. ݶ īݶ ϴ Ÿ. ұϰ ̷ Ǿٴ ο Ѵٴ ǹѴ.
2. θ̶?
θ̶ 2002 ̱ ƲŸ(Atlanta) ȸ BrightHouse ɼ ڱ(fMRI) Ȱϴ żν ù ̰ Ǿ. ȸ (Emory)б ó ߴµ, б θ ϴ ο ߱ ̴. ״ б ü ȰϿ θÿ Ϸ ߱ б ߱Ͽ. ̾ ̱ () Һڴü Commercial Alert θ нƮǪ ȸ Ȯ ʷ ̶ Ͽ. ̿ ̱ ƮϿ콺 ϰ Ͽ, ȸ Ȩ ᱹ ݰ ʿ ȸ θ κ ߴ.
Һ Ӹ ˾Ƴ ø µ θ Ű ˸ Ǿ. θ̶ ϱ Һ о پ õ ߾.
θ̶ ϱ ξ (EEG: electroencephalography) ȰϿ TV α Һ ϴ Ͱ Ű Ŀ߾. 2008 Ϲб Ʈ(Zaltman) ڽ(Kosslyn) μ Կ Ư ̹ ִ.
θ Һ ൿ Կ ־ ǽ ۿѴٴ Ͽ, Űа Ų ̴. θ ִ ΰ ̷ ִ Ű мν Һ ൿ ǻ, ɸ ϱ , Һ ߤǰ ȿ ϱ ÿ Ű Ѵ.
θ ΰ ϰ ϴ Ϳ μ 츮 ǽ ϴ ϴ Ѵ. θ ο ƴ϶, ϴ ο ̴. θ о߿ ̰ ϴ ڽμ Һ ɸ ൿ ϱ ϳ ̴. θ Һ ൿ ־ ȣۿ, , ǽ ߷а ȣ ġ ָϴ , ڱؿ Ȯ Һ о ϰ ش.
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. : : ּ : ʱ μȯ 2561 ȿ 307ȣ (,06734)
: 2019 05 01 ȭ : 02-578-7596 ûҳ⺸ȣå : ̰
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